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奥运会是走街串巷的马戏团,NBA才是永远。

(2007-10-19 18:45:56)
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体育/竞技

 

NBA hopes to continue taking great leaps forward in China with latest expansion

“奥运会是走街串巷的马戏团,NBA才是永远。“

NBA希望继续扩大在中国的市场

 

NBA hopes to continue taking great leaps forward in China with latest expansion

 

 

By STEPHEN WADE, AP Sports Writer
October 13, 2007

BEIJING (AP) -- The NBA is America's leading sports export to China, and it's about to begin an unprecedented expansion in the world's fastest growing major economy.

NBA作为美国的第一运动已出口到了中国,并且即将在这个世界上发展最快的经济体开始空前的扩张。

The lure of a country with 1.3 billion people, where 300 million play basketball -- that's the entire population of the United States -- is too lucrative to resist.

有着13亿人口,3亿篮球爱好者—相当于美国整个国家的人口的巨大市场是难以抵制的诱惑。

"We believe the potential of a market with four times the population of the United States ultimately must be at least what the United States is," said Adam Silver, the NBA's deputy commissioner, who describes China's growth potential as "exponential."

“我们相信有着美国四倍人口的市场的潜力,基本上至少要相当于美国,”NBA的代理经理说,他把中国的增长潜力描述为“指数级”。

The NBA has never undertaken such an expansion, so the exact outline of what's about to unfold is unclear. But the direction is unmistakable.

NBA从来没有采取过如此巨大的扩张,所以展开的确切的轮廓难以预料,但是方向不容置疑。

Timothy Chen, one of China's best known business executives, begins work Monday as the chief executive officer of the company's new Chinese subsidiary -- NBA China.

提摩西陈,中国最为知名的经理人,将在这周一上任公司的新的子公司NBA中国的CEO。

 

Chen was Microsoft's top man in China until he resigned last month. He'll be charged with pulling together TV rights, sponsorships, new digital offerings and, perhaps, a new freestanding NBA-branded league in a country where NBA merchandise is already sold at 50,000 outlets.

陈曾是微软在中国的首要,上个月辞职。他将主要负责推广包括电视转播权,赞助商,新的数字服务和或许一个新的独立的印有NBA标志的团队,在中国NBA的商品已经售出了至少50000种。

The potential growth is unmistakable.

潜在的增长是毋庸置疑的。

The NBA generated about $50 million in revenue last year from China, the league's largest market outside the United States. That pales compared to overall NBA revenue of almost $4 billion. But the NBA's 80-person staff in China is set to grow five times in the next several years and Silver suggested revenue will make at least comparable gains.

去年在中国这个联盟除美国以外的最大的市场获得了5千万的收入,虽然和NBA的40亿的总收入相比有些苍白,但是在中国的80名NBA员工决心在未来的几年中增长5倍,并且Silver建议收入将至少保证盈利。

Ninety 90 percent of the new subsidiary will be owned by the league. Two five-percent shares will be sold to Chinese investors and to a U.S. media company. Silver wouldn't confirm it, but the American buyer is reported to be the Walt Disney Company, which owns ESPN and ABC.

联盟将拥有90%的股份,2.5%出售给中国的投资者和美国的传媒公司。Silver并没有确认,但美国的投资者据报道是拥有ESPN和ABC的迪斯尼公司。

David Stern, the NBA commissioner, Silver, Chen and Heidi Ueberroth, who directs the NBA's international business, are set to be in China this week for three NBA preseason games in Shanghai and the former Portuguese territory of Macau.

NBA专员大卫斯蒂文,私立我和陈以及主管NBA国际事务的海蒂正在中国忙于这周的将在上海和前葡萄牙的殖民地澳门举行的三场季前赛。

"We're going to be meeting with several potential Chinese investors in NBA China," Silver said. He said the investment bank Goldman Sachs was working with the NBA and deals were likely to be closed in the next several weeks.

“我们将与几个潜在的NBA中国投资者见面,“私立我说。他说与NBA合作的高曼投资银行可能在下几个月倒闭。

The key may be the 16-team Chinese Basketball Association. Begun 12 years ago, it was the proving ground for the Houston Rockets' Yao Ming and China's newest NBA player, Yi Jianlian, the Milwaukee Bucks' 7-foot power forward.

关键是拥有16支球队的CBA。始于12年前的CBA曾是休斯敦火箭队的姚明和中国最新NBA球员来自熊鹿队的7英尺的大前锋易建联。

"Both the CBA and we recognize that we can increase the caliber of the play and the quality of the presentation," Silver said. "In order to do that, it's going to require a much larger infrastructure as well as state-of-the-art arenas."

“CBA和我们都认为我们能提高球员的能力和比赛的质量,” 私立我说“为了能到达目的要求建立一个巨大的基础设施好比艺术级别的舞台。“

The NBA is sure to bring its marketing savvy to the CBA, help build new venues and make a basketball night out a spectacle -- not just a game. Players and coaches also seem likely to be crossing back and forth across the Pacific, though Silver was vague about exact plans.

NBA取保带给CBA商业头脑,帮助建设新的比赛场馆使篮球之夜成为一场盛宴而不仅仅是一场比赛。球员和教练也可能横跨太平洋,虽然私立我对确切的计划没有明确表述。

"We don't know yet," he said. "The goal would be to work with the Chinese Basketball Association on developing that league into a world-class operation."

“我们还不知道,”他说“目的是促进CBA的发展,以使联盟达到世界级的运作水平。”

The NBA is succeeding in China where other sports properties like the NFL, MLB and top European soccer clubs have stumbled. Some believe the NBA's impact on the way China does business may rival the effect of next year's Beijing Olympics.

NBA是其他运动如NFL,MLB和欧洲联赛俱乐部遭挫折后跟进的。一些人相信NBA在中国的生意之路的影响或许可以和明年在北京的奥运会相匹敌。

"The NBA is the one foreign sport that is doing it right in China, that's really reshaping the business of sports in China," said Terry Rhoads, who runs Zou Marketing, a sports marketing business in Shanghai. Rhoads signed Yao to his first contract with Nike before leaving to set up his own business five years ago.

NBA是一项外国运动,在中国做的正确,它在中国真正改变了体育的商业模式,“Terry Rhoads说,他运作着走营销,一家在上海的体育营销公司。Rhoads称姚明是她和Nike首次接触,五年前他离开建立自己的公司之前。

"Every sports entity out there is looking at China," Rhoads added. "It's such a mystery, but the NBA seems to be demystifying the whole idea. The NBA will become the Harvard Business School case study for how a foreign sports property builds a successful business in China."

“任何一家境外运动实体都在关注中国,” Rhoads说。“他是如此神秘,但是NBA似乎有了解开秘密的注意。NBA将成为哈佛商学院研究外国体育团体如何在中国做成功生意的案例。”

Rhoads suggested the NBA's rapid growth in China would be much like Nike's. He said Nike's revenue in China was $8 million 1994 when he joined the company, and $100 million when he left in 2002. Nike believes it can be a $1 billion business in China by next year.

Rhoads称NBA在中国的急速增长特别像当年的NIKE。他说当他1994年进NIKE时NIKE在中国的收入是8百万,他2002年离开时是1亿。NIKE认为明年在中国的业务能达到10亿。

The way the NBA operates in China is in sharp contrast to Europe's top soccer clubs like Barcelona, Manchester United and Chelsea, which make an annual summer blitz hoping for quick cash and exposure.

NBA在中国的高调的运作路线与欧洲的超级俱乐部如巴塞罗那,曼联和切尔西,他们每年夏天都制定年度计划希望快速得到现金和收入。

"Arguably, these European soccer teams have a greater following and more passionate support in China than any NBA team except the Rockets," said Chris Renner of Helios Partners, a sports marketing company in Beijing.

“有据可证这些欧洲球队在中国要比NBA的球队除火箭队外有更大的追随者和更为热情的支持者”,

"But they come through here like carpetbaggers," he added. "They just kind of show up on the scene, do a game, disappear, and then come back two years later. That's no way to win hearts and minds."

“但是他们在这儿的所作所为更像一个投机者,”他说“他们仅仅关心表面文章,玩一场游戏,消失,然后两年后回来。这样是不能赢得观众的。”

By contrast, the NBA runs clinics, road shows, junior leagues and brings in a steady stream of players. NBA basketball has been on TV in China since the 1980s. At parks and schoolyards, Chinese teenagers play basketball -- known in Chinese as "lanqiu" (pronounced lahn-chew) -- dressed in baggy shorts, wearing baseball caps cocked sideway on their heads, and even trash-talking in Chinese.

与之相反,NBA举行巡回比赛,青少年球队并且培养球员。NBA篮球自19世纪80年代在中国电视上开始转播。在公园和校园,中国的青少年打篮球,他们穿着松垂的短裤,把网球帽歪在一边,篮球甚至成为中国人闲谈的话题。

"The NBA has proven they're part of the furniture, part of the landscape now," Renner said.

“NBA证明他们是生活的一部分是一道风景,” Renner说。

Three NBA preseason games this week in China sold out in hours. On Wednesday, the Cleveland Cavaliers play the Orlando Magic in Shanghai. On Thursday, the Magic face a China All-Star team in the former Portuguese territory of Macau. And on Saturday, the Cavaliers play the Magic in Macau.

The NBA last week concluded a series of preseason games in Spain, Italy, Turkey and England featuring the Toronto Raptors, Boston Celtics, Memphis Grizzlies and Minnesota Timberwolves.

将于这周上演得三场NBA季前赛门票已在几小时内销售一空。星期三,奥兰多魔术和骑士将在上海举行比赛。周四,魔术队将和中国全明星队在澳门举行。星期五,骑士和魔术在澳门再进行一次比赛。

The preseason games have been overwhelmingly successful. But they may become relics, particularly in China.

季前赛已经获得空前成功。但是他们或许在中国变得崩溃和独特。

"Over time we need to develop a stand-alone business in China that is not dependent on traveling NBA players and NBA teams from the States," Silver said. "Similar to Madonna going on tour; that can only be the exception, not the rule. We need to develop the game within China."

“过一段时间我们需要在中国开创一项卓越的事业,它不依赖于来自美国的旅游的NBA球员和球队,”私立我说。“和麦当娜旅行类似,可能会成为一个例外而不是规则。我们需要在中国发展这项运动。

Basketball has always been popular in China, introduced in the late 19th century by missionaries. Only soccer rivals it for popularity. But in the last half-dozen years its popularity has grown rapidly because of Yao, a growing middle class and pressure on China's communist government to allow more media freedom in the run-up to next year's Olympics.

篮球在18世纪由传教士带入中国,现在已经变得非常流行。和足球匹敌。但是在最近六年时间里因为有姚明它急速流行,来自增长的中产阶级的压力在明年奥运前,中国政府允许给媒体更过的自由。

"The Olympics is the Olympics," Rhoads added. "But it's kind of like the circus coming to town. The NBA seems like it's going to be here forever."

“奥运会是奥运会,“Rhoads接着说。”“但是它更像是走街串巷的马戏团。NBA将会永远留在这里。”


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